Several French brands are investing or reinvesting in Paris with new showcases. Focusing on craftsmanship, immersive experiences, and targeted locations, four brands are continuing (or beginning) their expansion in the French capital.

Parfums de Marly or the French art of living 

Founded in 2009 by Julien Sprecher, Parfums de Marly continues to expand with the opening of a new address at 29 rue François, first arrondissement, in the Golden Triangle. Its second Parisian outlet, after the one on rue Saint-Honoré, introduces a new architectural concept in the “château” spirit, with omnipresent gilding and Versailles-style parquet flooring.

The opening of this location, designed by Parisian architect Hubert de Malherbe, comes at a time when Parfums de Marly has just unveiled its new motto “A nul autre pareil”, inspired by that of King Louis XIV. The brand, which in addition to Paris, has boutiques in New York, Beverly Hills, and Dubai, achieved sales of 517 million euros in its last financial year ending March 2025, an increase of 39%.

Francine Bramli showcases her costume jewellery in the Marais

Twenty-year-old costume jewellery brand Francine Bramli has inaugurated its first boutique at 34, rue Notre-Dame-de-Nazareth (third arrondissement), in the Marais district of Paris. In a 45-square-metre space, she displays her bold, often oversized creations, made from materials such as resin, metal, mother-of-pearl, and cellulose acetate, all manufactured in France. With a network of 450 retailers in France and 140 for export, the brand expects sales of 2.6 million euros in 2024.

Van Cleef & Arpels reinvents nature on rue de Sèvres

Founded in 1906 and owned by the Richemont Group, Van Cleef & Arpels has opened a new 200-square-metre space at 6, rue de Sèvres, in the 6th arrondissement. This ephemeral space, which will close in a year’s time, has been designed as an enchanted garden, combining jewellery, watchmaking, and craftsmanship in a bucolic, immersive scenography.

Alongside its iconic Place Vendôme boutique and its recently renovated Monaco address, this opening reflects the brand’s desire to establish new experiential venues in Paris. The brand now has 168 boutiques worldwide.

La Bagagerie adds to its Parisian addresses 

Founded in 1954 by Jean Marlaix, La Bagagerie continues to weave its web, opening its tenth French boutique at 110, rue de Courcelles, in Paris’s 17th arrondissement. After Passy, Montparnasse, and rue Tronchet, this new 55-square-metre space is inspired by the historic boutique on rue du Four. It mainly houses the brand’s own collection of bags, luggage, and accessories, surrounded by uncluttered decor.